Informing Marketing Decisions
Know exactly what works (finally)
You want more people finding you on Google, and you have a list of things somebody said would help. None of it came with a way to check. Pick one thing people actually search for, and we will take apart the ten pages sitting above you and tell you which of that list matters here.
The Advice Was Not Written About You
It was written about everybody at once, which is a different thing
Write longer. Add headings. Answer questions.
All of it is true somewhere. Whether it is true for the thing your customers type into Google is a question nobody asked, and the article you read it in was not about your market.
You cannot tell which item to do first
A list of twenty improvements with no order is not a plan. Some of them your page already does. Some of them will not move anything. There is no way to tell which is which from the outside, so the list gets worked top to bottom until the quarter ends.
The pages beating you are right there
Ten of them, on the first page, for the exact thing you want to be found for. Whatever they have in common is the closest thing to an answer anyone can get, and nobody on your team has the week it takes to read all ten properly.
Every Measured Thing, Sorted Into Four Piles
For the thing you chose, not for search in general
Match It, Try It, Skip It, Test It Last
We measure the ten pages ranking above you on everything we can measure, and put each one in a pile. Every ranking page already does this, so match it and move on. They differ wildly here, so there is room to be better. Nothing about this tracks with rank, so leave it alone. Something might be here, but the evidence is thin, so test it if you run out of better ideas.
Sorted Per Search, Not Per Industry
The same factor lands in different piles for different searches. Something that every winner needs for one phrase buys nothing for another. That is why the piles are worked out fresh for each thing you look at instead of handed down as a rule.
Read It However Suits You
One control switches the whole report between plain language, the underlying statistics, and both side by side. Nobody on your team has to learn the vocabulary to use the findings, and nobody who wants the numbers is kept from them.
The Words They Rank For and You Do Not
Every phrase your competitors hold a top-ten spot for that your site does not, with how many people search it and how hard it looks. That list is a content plan you did not have to invent.
The Questions the Page Already Answers
The questions Google shows alongside these results, the related searches underneath them, and the topics the winning pages keep returning to. It is what your buyers are asking, in the words they ask it in.
What Comes Back
Nine sections. Here is what is in them
What the Winning Pages Look Like
- How long they are, and how tightly they agree on it
- How they are broken up with headings
- How hard they are to read
- Where the words people searched for actually appear
- How your page sits against all of that
What They Cover
- The topics that come up again and again across the ten
- Which of those topics your page never mentions
- Phrases your competitors rank for and you do not
- The questions the results page puts in front of searchers
Who You Are Up Against
- Every domain that showed up, not a list you had to guess at
- How many of your phrases each one holds
- Where each is strong, measured separately rather than blended into a score
- What the results page shows besides ten blue links
What To Do About It
- Every measured factor, in one of the four piles
- An order to work in, not a pile of findings
- The reasoning, so you can disagree with it
- Something you can put in front of a manager without translating
The report is about one thing people search for, and it is worked out from the pages winning it on the day we looked. That is the whole scope, deliberately. An answer about your market in general would be the same generic advice you already have, dressed up.
What it will not do is promise you a position. We can show you what the pages beating you have in common and where yours differs. Turning that into you will rank would be a guess, and we would rather hand you the measurements than a confident voice.
How We Decide Something Is Real
Four questions, asked of every single factor, before anything gets called a finding
Does this track with rank at all?
The first question is whether a factor has any relationship with who is winning. Plenty of famous ones do not, for plenty of searches.
The most valuable line in the report is often the one telling you not to bother.
Could it just be a coincidence?
Ten pages can agree by luck. We work out how likely that is before calling a pattern anything, and we tell you which way it came out.
Named as a maybe, rather than sold to you as a finding.
Does every winner already do it?
When all ten sit inside a very tight band on something, that is not an advantage anybody has. It is the price of entry.
Nothing to be clever about. Get level and spend your time elsewhere.
And where does your page sit?
Your page is measured the same way theirs is, so the comparison is like for like rather than your numbers against a published average.
Being unusual on the good side is a difference, not a fault.
What You Do On Monday
The point of the report is the shortest possible list of things to change
A Plan, In the Order Worth Doing It
Everything measured across the nine sections comes out the other end as what to change and what to change first. Not a data export for somebody else to interpret, and not twenty equal-weight recommendations. A short list, with the reasoning attached so you can argue with any line of it.
The Things You Can Stop Doing
Every factor sorted into the skip pile is work your team was going to do and now does not have to. For most people this is the part that pays for the whole exercise.
Pages To Write, Not Just Pages To Fix
Where the winners keep covering something your site has never addressed, that is a page you are missing rather than a paragraph you can bolt on. It gets called out as one.
Something You Can Show Your Boss
Switch the report to plain language and it reads as sentences about your market. The person asking why this and not that gets an answer from the same screen you worked from.
The Same Question, Two Ways
What the advice tells you, and what the pages actually beating you tell you
What The Advice Says
"Longer content ranks better. Break it up with headings. Bring the reading level down. Post more often."
What it cannot tell you:
- Whether any of it applies to your search
- Which of the four to do first
- Which ones your page already handles
- Which one is a dead end you will spend a month on
What The Ten Winners Say
What changes:
The first question stops being what should we do and becomes which of these are we already fine on. That is usually most of them, and the list of real work turns out to be short.
The Rest of What Marketing People Use This For
All of it sits in the same account, on the same site
Whether The AI Chats Name You
Your buyers ask ChatGPT who to use before they ever open Google, and nobody tells you what it says back. Put the question your customers actually ask to six engines, every day, and see who gets named and the day you stopped being one of them.
When The Answer Is Not More Writing
Sometimes your page already covers everything the winners cover, at comparable weight, and there is nothing left to add on the words. We will say so rather than keep you busy, and hand you a list of sites worth approaching instead.
Whether The Change You Made Did Anything
Search Console and Analytics land on one screen, and every edit you log pins to its date on the traffic line. When the quarterly review asks what the content work bought, the dates are either in front of the movement or they are not.
The Monthly Report Nobody Has To Rebuild
Drag the widgets into place once and it refreshes itself from then on. Share it as a link that expires when you want it to, so the people who need the numbers get them without an account and without a PDF in an inbox somewhere.
Find Out What Is Actually Working
Start with your site drawn, free. The keyword analysis runs inside it.